In February 2015, Under the Dome, a documentary that investigated air pollution in China, became a smash hit in China. It attracted hundreds of millions of viewers in a very short time after it went live online. The popularity of the documentary could be regarded as a demonstration of the high awareness and concern about pollution among Chinese consumers.
Chinese consumers are more willing to take measures to protect themselves against pollution. This suggests great potential for pollution-proof products, especially purifiers and personal care products with anti-pollution benefits.
However, the markets of pollution-proof products are still in the early stages and manufacturers and marketers should take more efforts in promoting their products, such as demonstrating the usefulness of the products, providing more guidance in choosing products, and proving their products as value-for-money solutions.